I am a Creative Director, User Experience Designer and Researcher with 10 years in the industry. I focus on digital design for web and mobile. I help businesses to understand their customers and create designs that are useful and enjoyable to use.



Working with:

I've worked across a wide range of different markets including SME, start-up, commercial and education industries. I've worked with a large variety of businesses both large and small including the BBC, Mitsubishi NZ, Weta Digital, Z Energy, Kirkaldie & Stains, Loyalty NZ (Fly Buys), Motu Research, 2degrees, Open Polytechnic, Weta Workshop, Willis Bond, Go Healthy, Trade Me Insurance and many more.

Working goals

  • I am passionate about User Experience Design and the positive effects it can have on both individual and business.

  • For clients, my goal is both to solve business and user problems using appropriate human centred design methods and to upskilling their team, setting them up for success.

  • For my team, my aim is to to open up the design process to collaborative methods and to find ways to measure the success of improvements to experience.


Problem definition, UX Strategy, Interaction design, Usability testing, User research, User experience design, Visual design


See my work

If you'd like to see some of my work, please get in touch and I can provide a link.


Defining a problem is one of the most rewarding and revealing activities. User Research and Business / Workflow Analysis help us to correctly identify the real problem and prevent us from focussing on solution, thereby solving some other problem. By seeking to better define a problem allows us to understand it's true nature.

2. As many ideas as possible

Once we have our problem defined, it's time to get creative. Ideation from as many minds as possible. Refining only when we've created piles of ideas. We have the best chance of solving this thing when we cover as many angles as possible.

3. Focused UX  Design Time

Now the ideas are laid out for us in all their glory - we can refine and design. Designing is a time for balancing deep focus with ongoing feedback from others. 

TOOLS and process



There are many ways to to get to the bottom of a problem. I find that a combination of research and analysis gives the most successful result. For example:

  • User research - understanding the context of the user by talking to them and observing them use a product.
  • Stakeholder interviews - the point of view and the motivations of the stakeholders
  • Analytics reviews - getting a broad view of what's working and what's not from the current state
  • Competitive analysis - reviewing state of the competitive landscape to see what's common practice elsewhere.


Once we understand the problem well, we can start generating ideas. The great Bill Buxton wrote a whole chapter his book on how important is get the right design before getting the design right. Everyone has great ideas and it's the UX designer's job to tease them out. For example, using:

  • Open forum discussion
  • Brainstorming workshops
  • Co-creation with customers


A systems thinking approach combined with deep dive design and frequent collaboration is the key to any great design work. Whether it be selecting the correct photography for a page, developing an IA, wireframing a footer, designing a business's workflow, thoughtful and collaborative design will always improve projects.


Testing with users is a joy and a surprise each time. Such important insights can unearthed at this stage which can determine the success of the work.

Learning from others

In the team

Humans have varied and complex minds and it is a wonderful thing to get a different perspective on UX work. Perspective can come from all over: Developers, Testers, Project managers or someone you chat to in the break room.

In the UX world

It continuously astounds me how much talent exists in this area. I'm lucky enough to have gone to a few conferences which are an ongoing source of inspiration and up-skilling.

On earth

Design is (thankfully) not limited to the web. Clever and thoughtful design methods are to be found across genres and countries.   

Thinking visually


Drawing is the primary method with which we think visually in design.  Visual thinking unlocks important parts of our mind. Thinking visually also helps us understand at a much greater speed than we are able to comprehend written language.

Keeping it ugly when it matters

We don't need to be great artists to think visually.  In ideation it doesn't matter how pretty your pictures are, it only matters that they tell a story.

Making it pretty when it matters

Staying low fidelity for as long as possible is very important to me. It means that you're focusing on solving the basic aspects of a design before solving the look and feel. Having said that, depending on the audience, one may need to sell ones work and visual design really matters for that. It's also hugely important to help the customers relate to you and trust you.

UXer of interfaces

Designer and Researcher

User Experience or Customer Experience (whatever you like to call it) is a joy and a huge passion for me. I am all in with this work. It is a massive thrill to have the opportunity to work towards making a better life for users and customers. 

Maker of things

Etsy wannaby

I like to keep my hand in the real world making game. 

Knitting, weaving, painting, printing and sewing all keep me busy in my down time.  I've cautiously put together an Etsy website too! Wish me luck.


Eater of food

Across the globe

Food is great, that's no big news for anyone. Still, I am charmed by it's mysteries and will travel great distances for a really great sandwich.

Workshops in tents

Avid Webstock goer